Marketing Managers

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

On the job, you would:

Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.

Important Qualities

Analytical skills. Advertising, promotions, and marketing managers must be able to evaluate industry trends and determine the best strategies for their clients.

Communication skills. These workers must be able to collaborate with other managers and staff. They also must be persuasive in communicating with the public.

Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.

Decision-making skills. These workers often must choose between competing advertising and marketing strategies put forward by staff.

Interpersonal skills. Managers must deal with a range of people and personalities in different roles, both inside and outside their organization.

Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff.

Personality

A3	Your Strengths	Importance	Characteristics of this Career
		88%	Initiative - Job requires a willingness to take on responsibilities and challenges.
		84%	Leadership - Job requires a willingness to lead, take charge, and offer opinions and direction.
		84%	Dependability - Job requires being reliable, responsible, and dependable, and fulfilling obligations.
		83%	Attention to Detail - Job requires being careful about detail and thorough in completing work tasks.
		83%	Achievement/Effort - Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
		83%	Adaptability/Flexibility - Job requires being open to change (positive or negative) and to considerable variety in the workplace.
		81%	Persistence - Job requires persistence in the face of obstacles.
		79%	Integrity - Job requires being honest and ethical.
		79%	Innovation - Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
		77%	Cooperation - Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
		75%	Stress Tolerance - Job requires accepting criticism and dealing calmly and effectively with high-stress situations.
		75%	Analytical Thinking - Job requires analyzing information and using logic to address work-related issues and problems.
		72%	Independence - Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.
		72%	Self-Control - Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
		70%	Social Orientation - Job requires preferring to work with others rather than alone, and being personally connected with others on the job.
		59%	Concern for Others - Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.

A3	Your Strengths	Importance	Strengths
		100%	Enterprising - Work involves managing, negotiating, marketing, or selling, typically in a business setting, or leading or advising people in political and legal situations. Enterprising occupations are often associated with business initiatives, sales, marketing/advertising, finance, management/administration, professional advising, public speaking, politics, or law.
		72%	Conventional - Work involves following procedures and regulations to organize information or data, typically in a business setting. Conventional occupations are often associated with office work, accounting, mathematics/statistics, information technology, finance, or human resources.

A3	Your Strengths	Importance	Values of the Work Environment
		86%	Working Conditions - Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
		83%	Achievement - Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
		78%	Relationships - Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.
		78%	Independence - Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
		72%	Recognition - Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.
		67%	Support - Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.

Aptitude

A3	Your Strengths	Importance	Abilities \| Cognitive, Physical, Personality
		75%	Oral Comprehension - The ability to listen to and understand information and ideas presented through spoken words and sentences.
		75%	Oral Expression - The ability to communicate information and ideas in speaking so others will understand.
		75%	Written Comprehension - The ability to read and understand information and ideas presented in writing.
		72%	Deductive Reasoning - The ability to apply general rules to specific problems to produce answers that make sense.
		72%	Written Expression - The ability to communicate information and ideas in writing so others will understand.
		69%	Speech Clarity - The ability to speak clearly so others can understand you.
		69%	Fluency of Ideas - The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
		69%	Inductive Reasoning - The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
		66%	Originality - The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
		66%	Speech Recognition - The ability to identify and understand the speech of another person.
		66%	Problem Sensitivity - The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing that there is a problem.
		63%	Near Vision - The ability to see details at close range (within a few feet of the observer).
		56%	Information Ordering - The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
		56%	Category Flexibility - The ability to generate or use different sets of rules for combining or grouping things in different ways.
		53%	Mathematical Reasoning - The ability to choose the right mathematical methods or formulas to solve a problem.
		53%	Number Facility - The ability to add, subtract, multiply, or divide quickly and correctly.

A3	Your Strengths	Importance	Skills \| Cognitive, Physical, Personality
		63%	Persuasion - Persuading others to change their minds or behavior.
		61%	Reading Comprehension - Understanding written sentences and paragraphs in work-related documents.
		61%	Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
		61%	Monitoring - Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
		59%	Active Listening - Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
		59%	Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
		59%	Speaking - Talking to others to convey information effectively.
		57%	Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
		57%	Social Perceptiveness - Being aware of others' reactions and understanding why they react as they do.
		55%	Complex Problem Solving - Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
		55%	Management of Personnel Resources - Motivating, developing, and directing people as they work, identifying the best people for the job.
		55%	Negotiation - Bringing others together and trying to reconcile differences.
		55%	Writing - Communicating effectively in writing as appropriate for the needs of the audience.
		54%	Management of Financial Resources - Determining how money will be spent to get the work done, and accounting for these expenditures.
		54%	Systems Analysis - Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
		54%	Systems Evaluation - Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
		54%	Time Management - Managing one's own time and the time of others.
		54%	Coordination - Adjusting actions in relation to others' actions.
		52%	Operations Analysis - Analyzing needs and product requirements to create a design.

Job Details

Responsibilities

Confer with organizational members to accomplish work activities.

Develop marketing plans or strategies for environmental initiatives.

Develop sustainable organizational policies or practices.

Recommend organizational process or policy changes.

Develop marketing plans or strategies.

Direct sales, marketing, or customer service activities.

Determine pricing or monetary policies.

Evaluate program effectiveness.

Develop marketing plans or strategies.

Analyze data to inform operational decisions or activities.

Estimate cost or material requirements.

Supervise employees.

Negotiate contracts for transportation, distribution, or logistics services.

Confer with organizational members to accomplish work activities.

Compile operational data.

Monitor external affairs or events affecting business operations.

Analyze market research data.

Analyze forecasting data to improve business decisions.

Develop marketing plans or strategies.

Confer with organizational members to accomplish work activities.

Coordinate special events or programs.

Direct sales, marketing, or customer service activities.

Advise others on business or operational matters.

Analyze market research data.

Confer with organizational members to accomplish work activities.

Conduct opinion surveys or needs assessments.

A3	Your Strengths	Importance	Attributes & Percentage of Time Spent
		100%	Electronic Mail - How often do you use electronic mail in this job?
		98%	Telephone - How often do you have telephone conversations in this job?
		94%	Face-to-Face Discussions - How often do you have to have face-to-face discussions with individuals or teams in this job?
		92%	Work With Work Group or Team - How important is it to work with others in a group or team in this job?
		91%	Structured versus Unstructured Work - To what extent is this job structured for the worker, rather than allowing the worker to determine tasks, priorities, and goals?
		90%	Contact With Others - How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?
		88%	Indoors, Environmentally Controlled - How often does this job require working indoors in environmentally controlled conditions?
		86%	Freedom to Make Decisions - How much decision making freedom, without supervision, does the job offer?
		84%	Spend Time Sitting - How much does this job require sitting?
		83%	Coordinate or Lead Others - How important is it to coordinate or lead others in accomplishing work activities in this job?
		81%	Deal With External Customers - How important is it to work with external customers or the public in this job?
		80%	Time Pressure - How often does this job require the worker to meet strict deadlines?
		79%	Impact of Decisions on Co-workers or Company Results - What results do your decisions usually have on other people or the image or reputation or financial resources of your employer?
		77%	Frequency of Decision Making - How frequently is the worker required to make decisions that affect other people, the financial resources, and/or the image and reputation of the organization?
		76%	Responsibility for Outcomes and Results - How responsible is the worker for work outcomes and results of other workers?
		74%	Level of Competition - To what extent does this job require the worker to compete or to be aware of competitive pressures?
		70%	Importance of Being Exact or Accurate - How important is being very exact or highly accurate in performing this job?
		63%	Letters and Memos - How often does the job require written letters and memos?
		59%	Public Speaking - How often do you have to perform public speaking in this job?
		55%	Frequency of Conflict Situations - How often are there conflict situations the employee has to face in this job?
		89%	Duration of Typical Work Week - Number of hours typically worked in one week.

A3	Your Strengths	Importance	Tasks & Values
		94%	Communicating with Supervisors, Peers, or Subordinates - Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
		92%	Establishing and Maintaining Interpersonal Relationships - Developing constructive and cooperative working relationships with others, and maintaining them over time.
		85%	Working with Computers - Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
		84%	Organizing, Planning, and Prioritizing Work - Developing specific goals and plans to prioritize, organize, and accomplish your work.
		84%	Making Decisions and Solving Problems - Analyzing information and evaluating results to choose the best solution and solve problems.
		83%	Getting Information - Observing, receiving, and otherwise obtaining information from all relevant sources.
		82%	Thinking Creatively - Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
		82%	Selling or Influencing Others - Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
		81%	Identifying Objects, Actions, and Events - Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
		80%	Communicating with People Outside the Organization - Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
		77%	Developing and Building Teams - Encouraging and building mutual trust, respect, and cooperation among team members.
		77%	Developing Objectives and Strategies - Establishing long-range objectives and specifying the strategies and actions to achieve them.
		74%	Coordinating the Work and Activities of Others - Getting members of a group to work together to accomplish tasks.
		71%	Guiding, Directing, and Motivating Subordinates - Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.
		71%	Updating and Using Relevant Knowledge - Keeping up-to-date technically and applying new knowledge to your job.
		69%	Analyzing Data or Information - Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
		67%	Resolving Conflicts and Negotiating with Others - Handling complaints, settling disputes, and resolving grievances and conflicts, or otherwise negotiating with others.
		65%	Estimating the Quantifiable Characteristics of Products, Events, or Information - Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
		60%	Scheduling Work and Activities - Scheduling events, programs, and activities, as well as the work of others.
		60%	Interpreting the Meaning of Information for Others - Translating or explaining what information means and how it can be used.
		59%	Judging the Qualities of Objects, Services, or People - Assessing the value, importance, or quality of things or people.
		59%	Processing Information - Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
		59%	Coaching and Developing Others - Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
		57%	Monitoring Processes, Materials, or Surroundings - Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
		55%	Monitoring and Controlling Resources - Monitoring and controlling resources and overseeing the spending of money.
		55%	Providing Consultation and Advice to Others - Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
		54%	Training and Teaching Others - Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.

What Advertising, Promotions, and Marketing Managers Do

Advertising managers work with sales staff to generate ideas for an ad campaign.

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, advertising sales agents, financial staff, and others to develop strategies and materials.

Duties

Advertising, promotions, and marketing managers typically do the following:

Work with department heads or staff to discuss topics such as budgets and contracts, creative vision, marketing plans, and media buying
Plan promotional campaigns, such as contests or giveaways, to boost brand loyalty and reach new customers
Plan advertising campaigns, including in which media—such as radio, television, or email—to advertise
Negotiate advertising contracts with clients and partners
Evaluate the look and feel of displays or websites in advertising or marketing campaigns
Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
Develop pricing and other strategies, such as how to acquire and retain customers and manage their data, for marketing products or services
Meet and strategize with clients to provide marketing or related advice
Direct the hiring and daily activities of advertising, promotions, and marketing staff

Advertising managers create interest among potential buyers of a product or service. They do this for a department, an entire organization, or individual projects (referred to as an account).

Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the campaign. Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads.

Some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers, whether through radio, television, or various other media. Account executives have a different focus: they oversee client accounts but do not develop or supervise advertising projects themselves.

Promotions managers direct programs that combine advertising with purchasing incentives and target them to customers in media, in displays, or at events to increase sales. Purchasing incentives may include discounts, rebates, contests, and other programs to strengthen brand loyalty. Promotions managers also contribute to developing brand loyalty programs.

Marketing managers estimate demand and identify potential markets for products and services that an organization and its competitors offer. They may develop pricing and other strategies, such as ways to acquire and retain customers. They work with product development, public relations, and sales staff to help organizations maximize their profits and market share while ensuring customer satisfaction.

Work Environment

Advertising and promotions managers held about 30,900 jobs in 2022. The largest employers of advertising and promotions managers were as follows:

Advertising, public relations, and related services	29%
Self-employed workers	27
Information	14
Management of companies and enterprises	7
Wholesale trade	2

Marketing managers held about 358,200 jobs in 2022. The largest employers of marketing managers were as follows:

Professional, scientific, and technical services	25%
Management of companies and enterprises	12
Finance and insurance	10
Wholesale trade	9
Manufacturing	7

Advertising, promotions, and marketing managers work with art directors, advertising sales agents, financial staff, and others to develop strategies and materials. Because their work affects a firm’s revenue, these managers also collaborate with top executives.

Advertising, promotions, and marketing managers typically work in an office setting. They may travel to meet with clients or media representatives. Their work may be stressful, particularly near deadlines.

Work Schedules

Most advertising, promotions, and marketing managers work full time. Some work more than 40 hours per week.

Getting Started

Education:

56%

Bachelor's Degree

24%

Master's Degree

How to Become an Advertising, Promotions, or Marketing Manager

These managers typically have previous work experience in advertising, marketing, promotions, or sales.

Advertising, promotions, and marketing managers typically need a bachelor’s degree. They also typically need work experience in a related occupation.

Education

Advertising, promotions, and marketing managers typically need a bachelor’s degree in a business field, such as marketing, or in a related field, such as communications. Relevant courses might include consumer behavior, market research, and art history.

Some employers prefer to hire candidates who have a master’s degree.

Advertising and marketing managers may begin as trainees or participate in mentoring or shadowing opportunities. In addition, completing an internship while in school may make candidates more attractive to prospective employers.

Work Experience in a Related Occupation

These managers typically need work experience in a related advertising, marketing, promotions, or sales occupation. For example, they may have worked as sales representatives, market research analysts, or public relations specialists.

Job Outlook

Overall employment of advertising, promotions, and marketing managers is projected to grow 6 percent from 2022 to 2032, faster than the average for all occupations.

About 34,000 openings for advertising, promotions, and marketing managers are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.

Employment

Marketing managers will continue to be in demand as organizations use marketing campaigns to maintain and expand their market share. These managers will be sought after for their advice on crafting pricing strategies and finding new ways to reach customers.

The continued rise of electronic media will result in decreasing demand for print advertisements. However, the demand for advertising and promotions managers is expected to be concentrated in industries that rely on these workers to create digital media campaigns that target customers through the use of websites, social media, or live chats.

Contacts for More Information

For more information about advertising managers, visit:

American Association of Advertising Agencies (4 A's)

For more information about marketing managers and certification, visit:

American Marketing Association (AMA)

Similar Occupations

This table shows a list of occupations with job duties that are similar to those of advertising, promotions, and marketing managers.

Occupation	Job Duties	Entry-Level Education	Median Annual Pay, May 2022
Advertising Sales Agents	Advertising sales agents sell advertising space to businesses and individuals.	High school diploma or equivalent	$58,450
Art Directors	Art directors are responsible for the visual style and images in magazines, newspapers, product packaging, and movie and television productions.	Bachelor's degree	$105,180
Editors	Editors plan, review, and revise content for publication.	Bachelor's degree	$73,080
Graphic Designers	Graphic designers create visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, and captivate consumers.	Bachelor's degree	$57,990
Market Research Analysts	Market research analysts study consumer preferences, business conditions, and other factors to assess potential sales of a product or service.	Bachelor's degree	$68,230
Sales Managers	Sales managers direct organizations' sales teams.	Bachelor's degree	$130,600
Financial Managers	Financial managers create financial reports, direct investment activities, and develop plans for the long-term financial goals of their organization.	Bachelor's degree	$139,790
Project Management Specialists	Project management specialists coordinate the budget, schedule, staffing, and other details of a project.	Bachelor's degree	$95,370
Public Relations and Fundraising Managers	Public relations managers direct the creation of materials that will enhance the public image of their employer or client. Fundraising managers coordinate campaigns that bring in donations for their organization.	Bachelor's degree	$125,620
Public Relations Specialists	Public relations specialists create and maintain a positive public image for the clients they represent.	Bachelor's degree	$67,440

Marketing Managers

Advertising, Promotions, or Marketing Manager

What they do:

On the job, you would:

Important Qualities

Personality

Characteristics of this Career

Strengths

Values of the Work Environment

Aptitude

Abilities | Cognitive, Physical, Personality

Skills | Cognitive, Physical, Personality

Job Details

Attributes & Percentage of Time Spent

Tasks & Values

What Advertising, Promotions, and Marketing Managers Do

Duties

Work Environment

Work Schedules

Getting Started

How to Become an Advertising, Promotions, or Marketing Manager

Education

Work Experience in a Related Occupation

Job Outlook

Employment

Contacts for More Information

Similar Occupations